Kicking off the day is Lee Sang-hoon, Samsung Electronics’ president and CFO. He has promised to lay out a long-term vision of the company, noting that since the last analyst day in 2005, there has been “a paradigm shift in the global IT industry.” He’s not exaggerating — at the time, the first iPhone hadn’t hit the market, and Samsung was the third-biggest mobile phone maker.

Mr. Lee notes that, since 2011, Samsung has gradually shifted the focus of investment from making gains in existing markets to “new market creation,” and says the company will “continue continue this strategy in the near future.”

One thorny issue likely on the mind of many at the event today: Samsung has posted three consecutive quarters of record profit and consolidated its lead in world-wide smartphone sales, but its stock price has been down as much as 20% this year.

Mr. Lee has now turned to research and development investment strategy, where he lays out Samsung’s shifting priorities: “Industry-wide tech development is shifting from hardware to software,” he says. As a result, Mr. Lee says, the company has been hiring more software experts and established overseas R&D centers “to address region-specific needs.”

A little background on Mr. Lee: Age: 58. He doesn’t surface much in the media since the company remains tight-lipped on all kinds of financial information. He has been with the company for decades like many other company executives.

Mr. Lee ticks off two big efforts the company is making in order to reduce patent risks: in 2010, Samsung established an intellectual property center to “centralize our patent capability efforts.” They’ve also set up country-level IP centers around the world.

More interestingly, Mr. Lee says that it now brings its in-house team of patent experts and managers, including lawyers and agents, into the new product development cycle “at the planning stage.”

Mr. Lee only takes two questions: one is a canned, pre-planned one about cash management, which Mr. Lee uses to reiterate the new dividend plan.

More interesting, Mr. Lee acknowledges that the company has been “conservative in M&A, but we may be different in the future.”

The second one is from the floor and concerns American depositary receipts. Mr. Lee doesn’t directly answer the question, saying only that Samsung will consider issuing ADRs based on “the global economic recovery and changes to Korean equity market functioning in relation to the global market” — without much elaboration.

Here’s Mr. Kwon. He’s 61 and has been with Samsung since 1985. He has a strong background in the chip business. He was head of the logic chip unit in the early 2000s, then worked his way up to head the entire components unit. He was promoted to vice chairman in 2011 and chief executive in 2012

Mr. Kwon has mostly been recapping the recent history of techie gadgets, from his perspective.

One notable stylistic shift: unlike Mr. Lee, the CFO who preceded him, Mr. Kwon has stepped out from behind the large podium, gripping a remote and wandering around the stage. Lots of meaningful hand-chopping gestures too.

Mr. Kwon strikes back at the notion of Samsung being a hardware-focused company, saying that the company is working “very hard” to provide software solutions. He says that half of its R&D work force is focusing on software, the proportion of which he expects to grow.

As Mr. Kwon discusses innovation in mobile, his Powerpoint presentation highlights the five new “form factors” that Samsung has been putting a lot of energy into: 1. phablets; 2. curved phones, such as the Galaxy Round that it released last month; 3. wearable devices, including its recent Galaxy Gear watch; 4. flexible phones; and 5. foldable phones.

Notably, the screenshot includes an image of a Google Glass-looking device, which Samsung filed a patent for last month but hasn’t yet acknowledged publicly. Those images of flexible and foldable phones are also intriguing.

He acknowledges that a “weak point” for Samsung so far has been its almost-exclusive focus on the consumer market, but in order to enter the enterprise market, it has been investing a lot in R&D, particularly in security. That’s an allusion to the company’s Knox technology, which I presume we’ll be hearing more about today.

In response to a question from the floor about how Samsung plans to become “as proficient in software as you are in hardware,” Mr. Kwon turns to an interesting analogy: baseball.

Mr. Kwon jumps into a discussion of the Boston Red Sox’s recent World Series championship. When he looked online, he said, the Red Sox led the major leagues in batting. “But when I looked at their pitching performance, it was just the middle of the league,” he said. “But they still won the world championship.”

His conclusion: nobody can be equally strong in batting and in pitching.

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Similarly, he says in a moment of candor, “even though we’re doing the software business, we’re not as good as we are in hardware.”

Worth noting that Samsung investors have not exactly leapt in excitement at the dividend policy change. Shares, which started the day in positive territory, have now eased and are off 3,000 Korean won, or 0.3%, to 1,482,000 won.

Up now is JK Shin, head of the mobile division and joint CEO. He’s 57 and one of the most smiley of the Samsung executives. He was promoted to co-chief for the company in March, getting a pat on the back for bolstering Samsung’s mobile business. The company has been managed by a trio of CEOs since then.

Mr. Shin kicks off by noting how well the company has been doing in terms of its mobile performance. He emphasizes the Note series, saying that Samsung expects Galaxy Note shipments to exceed 100 million units in 2013.

Mr. Shin says that while 1.5 billion people are using smartphones, the global smartphone penetration rate is still “only” about 21%, giving the company “substantial room” for more growth, with most of that growth coming (no surprise) from the emerging world.

Does the word “phablet” (phone + tablet) bother you? If so, you may want to skip the next few lines, because Mr. Shin is continuing to use the perhaps even more awkward word “fonblet,” which is flashed up on the screen behind him.

Mr. Shin is doubling down on the word to talk about devices that offer what he calls “optimized multitasking platforms on large displays.”

Mr. Shin touches on big data, saying that the company will encorporate big data technology in providing software features for its devices. He says the company aims for a “fully integrated” user experience across all Samsung devices. (sounds sort of like he’s conscious of the iOS experience, but he didn’t mention this.)

Only one question from the floor, as per the previous speakers, and this one is about Knox, Samsung’s security platform. Mr. Shin says that with its own security system, “I’m very confident Samsung will have a significant presence in enterprise next year.”

Taking the stage now is B.K. Yoon, president and CEO of consumer electronics. He’s 60 years old and was promoted earlier this year together with J.K. Shin. Mr. Yoon has been with the company for decades, with a strong background in TVs.

Mr. Yoon paints an apocalyptic vision of the future — one with no appliances like washing machines, televisions, air conditioners. The point being to remind the audience of how important his business segment is. He says it’s capable of becoming Samsung’s “next driving force.”

As with software, Samsung is talking up its desire to build an “ecosystem” of products when it comes to appliances. In short, the company wants to build a universe of products that effectively give customers no reason to buy any competitors’ products, since all the Samsung products will, in theory, mesh seamlessly together.

It may not be brand new, but an interesting concept all the same. Ominous word choice with the phrase “lock-in,” though.

Mr. Yoon says there’s a huge opportunity for Samsung in consumer electronics, noting that the current market is fragmented with multiple players. He believes this leaves Samsung with a “very good chance” of becoming the top global player. (He doesn’t address shrinking profitability in this business, however.)

All of the questions for Mr. Yoon are prepared questions, read out by the moderator. Nothing from the floor. Just a programming note that the analyst day is well ahead of schedule, with Mr. Yoon on track to wrap up the morning session 20 minutes ahead of schedule.

As we move into the 80-minute lunch break, Samsung’s stock is near its lows for the day, off 21,000 won, or 1.4%, to 1.464 million won.

Mr. Yoon, who may well have exhausted his supply of superlatives, has now stepped down. In conclusion he says Samsung will respond to “any challenges” by reinforcing core competancies like picture quality and good design.